Law of the Letter

One of the most important things I found in this weeks reading is just how important typography is in graphic design and how its structure, design, and relevance have changed and progressed over the years. To first understand the importance of typography in design one must closely examine the role of language. Over the years, there have been many different interpretations of language’s role in understanding the world. The theory of Structuralism questions the idea that language exists to represent ideas. Saussure’s theory instead makes the claim that thought, sound, and language are all linked together. I found it very interesting to explores society’s role in the formation of language, especially in dealing with arbitrary values associated between a word and the symbol it represents. I also found Saussure’s principle of linguistic value to be interesting because it looks at language as a whole system, not just the meaning of an individual word taken out of context or without its sign. It was also very important to read and learn about the different styles of typography over time, and see how the styles have progressed with different artistic movements and the values associated with each. It is interesting to learn about the context of the typefaces which I am so used to seeing on an everyday basis now in their historical influence and meaning.

The example I am including highlights an even different form of modern typography. In this example, the letter forms that read “I WANT CANDY” are made out of candy themselves. This is a good example of how outside the box type design can be now, as the letters take on the direct substance they are expressing. 

 

McLuhan and Fiore’s ‘Massaging the Message’ proved to be a very innovative example of graphic design in its time period for its ability to go against previously establish hierarchical norms of layout design including text, caption and image. From what is understood the book makes great use of exploring the concept of space in a new and exiting way. There are images that overlap onto multiple spreads as well as full bleeds which set up a repetition of layout throughout the entire work. Fiore was successful in creating situations through layout design to keep his audience interested and sucked in. He believed that the format of the artwork was just as important as the context, and this concept definitely is shown in his work. One part of the reading which stuck out to me the most was the following quote. When asked if Fiore considers himself a classicist or a modernist, he said neither because “he did whatever was required of him of the time.” I think that this is a very objective and smart approaching to graphic design. Different typographic styles have progressed overtime and will always exist but it is important to never limit yourself as a designer to one specific category. It is important to have an open mind an explore many different avenues of inspiration. 

  Laryssa B